Godrej Ezee SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 4713

SWOT analysis of Godrej Ezee analyses the brand/company with its strengths, weaknesses, opportunities & threats. Godrej Ezee is one of the leading brands in the FMCG sector. The table below also lists the top Godrej Ezee competitors and elaborates Godrej Ezee segmentation, targeting, positioning & USP.

Godrej Ezee

Parent Company

Godrej Consumer Products


Home care brands-Detergents



Tagline/ Slogan

Make your winter Ezee; Garam kapde rahein naye jaise


Consumer loyalty , trust and emotional bonding with brand

Godrej Ezee STP


Cloth quality conscious housewives

Target Group

Higher and middle income consumer


Premium fabric care brand

Ph neutral formulation, which prevent shrinkage and color fading

Godrej Ezee SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Godrej Ezee. Strengths are:

1. Winter care brands for woolens which Comes in packing ranging from 10g Sachets to 1 Kg bottle

2. Fast growing liquid detergent category with market share of 70%

3. Presence in emerging markets like Asia, Africa and Latin America

4. Online integration through www.ezeefabcare.com

5. Creative TV advertisements; Ezee grahni 2006; CSR: Rahat ek abhiyaan campaign

6. For promotion, Ezee launched Ezee angry woolens games

7. Only detergent in India approved by The Woolmark Company

Godrej Ezee given the status of Superbrand by The Superbrands Council, UK

8. Ezee is stocked by over 11lakh retailers

9. Ezee was first liquid Detergent brand to be advertised on TV


Here are the weaknesses in the Godrej Ezee SWOT Analysis:

1. Limited to winter thereby seasonal sales
2. Tough competition in this segment means limited market share


Following are the Opportunities in Godrej Ezee SWOT Analysis:

1. Expand the segment to other clothes
2. Tie-ups with hotel chains, resorts etc for better sales


Rising competition in both local and international markets

Godrej Ezee Competition


Below are the top 3 Godrej Ezee competitors:

1.Wipro’s Consumer care safewash


3.Local competitors such as Woolvet, Sagar liquid detergent

The brandguide table above concludes the Godrej Ezee SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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